The notion to travel to a tourist destination is often based on competitiveness aspects. The efficiency of these target markets is, however, not clear, and this article will determine the efficiency of tourists visiting South Africa, which will be categorised according to demographic aspects in relation to cost and competitiveness. Empirical evidence by means of the data envelopment analysis model found that South Africa is currently facing poor price competitiveness in different markets from tourists across different demographic backdrops. Results indicated that age, gender, time spent and continent of origin cause tourists to perceive South Africa as a price competitive tourist destination, differently. Being able to determine these efficiencies for different demographical markets, destination marketing officers will be able to use competitiveness and cost attributes as indicators to which markets will respond. Tourism councils must ensure that the correct information reaches visitors through advertising and marketing campaigns, as visitors’ expectations must be managed to improve the perceived price competitiveness of South Africa’s tourism industry. The findings have clear implications for DMOs’ managers regarding the designed marketing campaigns for South Africa as a tourist destination, especially for segments under investigation in this study.

前往旅游目的地的概念通常基于竞争力。但是，这些目标市场的效率尚不明确，本文将确定前往南非的游客的效率，这将根据与成本和竞争力有关的人口统计学方面进行分类。通过数据包络分析模型的经验证据发现，南非目前面临着来自不同人口背景的游客在不同市场中价格竞争力差的问题。结果表明，年龄，性别，花费的时间和原籍国使游客将南非视为价格竞争性旅游目的地的方式有所不同。能够确定不同人口市场的效率，目的地市场营销人员将能够使用竞争力和成本属性作为市场响应的指标。旅游理事会必须确保通过广告和营销活动将正确的信息传达给游客，因为必须管理游客的期望以提高南非旅游业的价格竞争力。这些发现对于DMO的管理者而言，对于南非作为旅游目的地的营销活动，特别是对于本研究中正在调查的细分市场而言，具有明显的意义。因为游客的期望必须得到管理，以提高南非旅游业的价格竞争力。这些发现对于DMO的管理者而言，对于南非作为旅游目的地的营销活动，特别是对于本研究中正在调查的细分市场而言，具有明显的意义。因为游客的期望必须得到管理，以提高南非旅游业的价格竞争力。这些发现对于DMO的管理者而言，对于南非作为旅游目的地的营销活动，特别是对于本研究中正在调查的细分市场而言，具有明显的意义。